Data-driven Public Outreach: Using a Community Survey and Market Research to Create a Campaign that Engages Customers

Anne Arundel County is navigating a challenging set of regulatory and non-regulatory requirements to comply with the Clean Water Act and Maryland Chesapeake Bay Total Maximum Daily Load (TMDL) goals. As part of an integrated strategy to achieve water quality goals, the County’s Department of Public Works (DPW) is implementing a program to reduce nutrient loads from Onsite Sewage Disposal Systems (OSDS). One of the solutions includes a significant septic-to-sewer conversion program that will make connection to the sewer system more affordable for residents. To support this program, the County began a communications strategy to stimulate personal motivation and foster an individual’swillingness to pay for improvements. A quantitative assessment of community knowledge was developed, with a survey and sampling plan designed to measure awareness of water quality topics and willingness to pay for a septic-to-sewer infrastructure program.